Real case: from event to loyal customers in 30 days

How to turn the momentum of an event into loyalty with smart offers and segmentation

Gastronomic events, competitions, and fairs generate something that’s rare in the day-to-day of any business: massive attention, excitement, and a flow of new customers. But the real challenge begins right after the event ends.

Many businesses experience a spike in sales during those days… and then return to their usual pace. The key question is: how can you turn that short-term interest into long-term loyalty?

The starting point: an event full of visibility

During the Burger Showdown, dozens of burger restaurants gain huge exposure — social media, influencers, reviews, and new visitors who had never tried their products before. It’s the perfect showcase, but a temporary one.

Once the competition is over, it’s time to use that visibility to create lasting connections with those new customers. And that’s where the post-event strategy begins.

The approach: “offer pack” and smart segmentation

The goal isn’t to keep making noise, but to activate new customers and keep the conversation alive. A simple and effective way to do that is through a post-event offer pack, combined with intelligent segmentation.

- Step 1. Identify new visitors

With platforms like Promotty, businesses can see how many new customers purchased or activated coupons during the event. You don’t need to know personal details — just tag them as “event participants” or “new customers.”

This group is gold: people who already showed interest, tried the product, and are still in a discovery phase.

- Step 2. Create an exclusive offer pack

A “come-back pack” works perfectly:

• Coupon 1: “Come back within 15 days and try our special burger with 10% off.”
• Coupon 2: “On your third visit, enjoy a free drink or side.”
• Coupon 3: “Bring a friend and you both earn double points.”

The goal isn’t to give away more, but to create reasons to return soon — to generate repetition and habit.

- Step 3. Personalize the communication

Once the pack is defined, the key phase is communication: reaching the right audience. With Promotty’s segmentation tools, businesses can send the offer only to those who participated in the event, via email, SMS, or in-app notifications.

That avoids the classic mistake of “shooting everywhere” and significantly increases engagement.

Why this strategy works

Success doesn’t depend on the discount itself — it depends on timing and relevance. A customer who visited you 10 days ago still remembers the experience; if they receive a friendly and clear message, they’re very likely to come back.

Benefits of a post-event pack:

• Keeps the memory of the event alive.
• Generates traffic during low-activity periods.
• Shows how many new visitors return.
• Lays the foundation for a real loyalty program.

The opportunity behind every event

The Burger Showdown is a clear example of how an event can serve as a gateway to a modern loyalty program. During the competition, customers register, buy coupons, vote, and visit new venues. That interaction leaves valuable data behind: contact info, consumption patterns, and first positive experiences.

Promotty helps each business maintain that connection after the event by sending personalized coupons, setting up a digital loyalty card, and measuring recurrence and average ticket value in their dashboard.

Instead of seeing the event as an ending, businesses can use it as the starting point of their loyal customer community.

Practical example (no numbers, no fiction)

Imagine a burger restaurant that took part in the Burger Showdown. During the competition, it attracted many new customers driven by the event and the duels. Once it ends, they decide to launch a “post-event loyalty pack” using Promotty:

• 1st visit: burger + drink with a special coupon.
• 2nd visit: double points on their digital loyalty card.
• 3rd visit: a free limited-edition burger.

The business sends this promotion only to those who participated in the event, with a message like: “Thanks for living the Burger Showdown with us. We’d love to see you again! Here’s something special just for you.”

Without large campaigns or investments, they keep the connection alive with those who discovered them through the event — simply by leveraging existing attention.

From event to habit

Turning a sales spike into a lasting relationship is a matter of planning, segmentation, and follow-up. An event can attract customers, but a well-designed digital strategy is what keeps them coming back.

At Promotty, we work precisely at that intersection: helping businesses turn event visibility into measurable growth through loyalty tools, communication, and real data.

Because big events come and go, but loyal customers are built day by day.